Building and growing a marketing platform for a PropTech business

Locale’s website wasn’t a one-off redesign project. Over an ongoing engagement, I worked as an embedded digital partner, helping evolve the platform across strategy, design, development, technical SEO and conversion optimisation.

The work began with a complete rebrand and website rebuild before growing into a programme of continuous improvement. Together, these changes transformed the website from a static marketing presence into a scalable platform that better reflected the product, supported the marketing team and steadily expanded its organic reach.

Locale develops software that helps residential and commercial buildings manage occupier experiences through services such as visitor management, amenity booking, parcel tracking and workplace operations.

As the business grew, so too did the demands placed on its website. It needed to communicate a more mature product, support increasingly ambitious marketing activity and attract prospective customers who weren’t already familiar with the brand.

Rather than delivering a single redesign and moving on, the engagement evolved into an ongoing partnership focused on continually improving both the website and the results it delivered.

I worked across strategy, design and implementation throughout the engagement, including:

• Planning the website structure and user journeys
• Designing and developing a bespoke HubSpot theme
• Creating reusable templates and content components
• Improving accessibility, responsiveness and performance
• Restructuring navigation and information architecture
• Developing SEO and content strategies for commercial landing pages
• Optimising enquiry and demo booking journeys
• Supporting analytics, reporting and continuous iteration

Locale had outgrown its website.

While the product continued to evolve, the website had gradually become harder to develop and less effective as a marketing tool. Product messaging had become fragmented, new pages required unnecessary effort and many of the site’s commercial pages described features rather than addressing the problems prospective customers were actively searching for.

The business needed more than a visual refresh. It needed a website that could evolve alongside the product, support ongoing marketing activity and provide a stronger foundation for future growth.

The engagement developed in stages.

The first phase was a complete website rebrand and rebuild. A new HubSpot theme introduced a modern visual identity alongside reusable components, improved navigation, stronger visual hierarchy and a faster, more maintainable codebase.

With those foundations in place, attention shifted towards organic growth.

Rather than simply rewriting copy, key product pages were restructured around customer intent and commercial search behaviour. Dedicated landing pages were developed for solutions including Visitor Management, Amenity Booking, Room Booking, Desk Booking and Mailroom Management, each designed to become an authoritative destination for a specific problem rather than a general product overview.

The website has continued to evolve through ongoing improvements to user experience, conversion journeys, internal linking, analytics and reporting. Rather than treating the rebrand as a finished project, each iteration has built on the last, allowing the platform to grow alongside the business.

The rebrand established a stronger technical and design foundation, while the subsequent optimisation work significantly improved the website’s visibility within Google Search.

Across the site, average search position improved from approximately 24 to 11, while daily organic search impressions approximately doubled following the rebrand.

As new solution pages were introduced and existing content was reworked around customer intent, Google increasingly recognised Locale as an authority across a broader range of property technology topics. Rather than relying primarily on branded searches, the website began gaining visibility for commercially relevant searches aligned with the products and challenges the business helps its customers solve.

Several of these pages saw substantial improvements in both rankings and organic visibility, with the strongest examples moving onto the first page of Google and others expanding their reach across thousands of relevant searches as their authority continued to develop.

Beyond SEO, the website has become a far more capable marketing platform. The marketing team can now launch campaigns, publish new content and evolve the site within an established design system, allowing the website to grow alongside the business rather than requiring periodic reinvention.